Combining real-life and internet marketing methods in construction field to market RentSOS
Date
2014
Authors
Allik, Annely
Borissov, Roman
Journal Title
Journal ISSN
Volume Title
Publisher
University of Tartu Viljandi Culture Academy
Abstract
The purpose of this thesis is to provide some ideas as to whether it is possible and effective for a
new IT product to create value for construction companies via relationship marketing and
internet marketing within the construction industry. As well as to provide a modified marketing
mix for RentSOS, combined by relationship marketing and internet marketing methods, that can
be applied at the same time.
The motivation of the thesis is to look inside on an area, which gets very little attention in
marketing literature, which is the B2B relationships on construction industry and effective
internet marketing in B2B and B2C methods taking into account the specificities of the
construction rental sector. The following hypothesis have been set: H1: Construction companies
in Estonia are not using all the possible real-life marketing methods. H2: Construction
companies in Estonia are not using all the possible internet marketing methods.
The companies studied for relation marketing are Ramirent, Cramo and Storent. They have the
ambition to be a big player in whole Estonian construction rental market.
The companies studied for internet marketing are Ramirent, Cramo and Storent. These
companies are considered an interesting and rewarding object for a research due to author’s goal
to investigate their marketing methods in order to find out the best marketing mix for new IT
product-RentSOS.
Description
Keywords
magistritööd, turundus, e-turundus, suhteturundus, rendiettevõtted, ehitusettevõtted, infotehnoloogia, tehnoloogilised uuendused